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As seen on celebrities like Nicki Minaj and Lauren Conrad, a hint of non-traditional color in the hair is a way to show off one’s personality. In fact, bright streaks and pastel ends are hair trends that have caught on with women of all ages, even showing up on high-fashion runways like Prada.

But the commitment and cost of permanent color—especially when opting for hot pink or bright blue—may not be feasible for the PTA president…or her tween daughter. Plus, creating streaks at home with chalk has its downside; it can be messy, producing rainbow-colored fingers and stained sinks.

According to Rose, the chalking products she saw in the market left a lot to be desired.

“All this powder went in my nose. I was hearing from moms that it didn’t work; the brightness of color wasn’t there; it was hard to put in,” she told HAPPI.

So, Rose set out to build a better mousetrap.

Non-toxic and made in the US with vegetable-based dyes, Funlights temporary color contains vitamins A, C, E and K can be removed easily with shampoo or soap and water. Colors include Princess Pink, Lime Green, Dynamite Blue, Perfect Purple, Apple Red and Citrus Orange. Each stick is $8.99. Sets of four or six color sticks are $18.99 and $29.99, respectively.

Consumers may not be familiar with Rose’s name, but they are probably familiar with another one of her inventions. She is the founder of the ARStyle Institute and its patented virtual fitting room, which was licensed originally to My Virtual Model and used by online retailers like Lands' End, H&M and Sears.

ArStyle also markets Age Away root color concealer, which delivers more traditional color coverage in a manner similar to Funlights.

“We were testing Funlights at children’s parties, and all moms loved it. We realized we had something hot,” said Rose, who is taking a grassroots approach to the retail market. Funlights are sold online at www.buyfunlights.com, and Rose is actively seeking independent Funlights sales reps.

And while celebrity hairstyles can be fleeting, Rose doesn’t seen Funlights as a one-off. She told HAPPI there’s a Funlights launch timed for Christmas.